The UK’s advertising regulator has banned several online advertisements from Adidas, Uniqlo, and Calvin Klein after finding that their environmental claims could mislead consumers.
The Advertising Standards Authority (ASA) investigated three Google advertisements that promoted products containing recycled materials. The regulator questioned whether the brands had clearly explained the extent of recycled content used in the advertised products.
Following the investigation, the ASA upheld all three complaints and ruled that the advertisements must not appear again in their current form.
Adidas came under scrutiny for an advertisement that promoted “recycled running shoes.” The ad encouraged consumers to explore the company’s recycled shoe range. During the investigation, Adidas explained that while some shoes across its collections contain recycled materials, the company does not offer a dedicated range made entirely from recycled content.
The ASA concluded that consumers were likely to understand the claim as meaning that all shoes in the promoted range were fully made from recycled materials. The regulator said the advertisement did not provide enough information to support that interpretation.
Uniqlo faced a similar challenge over an advertisement for women’s fleece coats and jackets that included the phrase “recycled materials.” The company said the claim referred to recycled polyester used in key fabric components and that the information was supported by independent verification.
However, the ASA found that consumers were likely to believe that all fabrics used in the garments were entirely made from recycled materials. The regulator said the advertisement failed to clearly explain the actual level of recycled content.
Calvin Klein’s advertisement promoted women’s tops from “responsibly sourced collections” and referenced recycled and organic materials. The company stated that products within the collection contained varying levels of preferred materials, ranging from 20% to 100%.
The ASA determined that consumers could interpret the claim as meaning that all products in the collection were fully made from recycled, organic, or other preferred materials. According to the regulator, the advertisement did not clearly communicate these differences.
Calvin Klein said it had already removed the advertisement and would ensure that future environmental claims are clearly qualified.
The ASA has instructed all three companies to make the basis of future sustainability claims clear and avoid suggesting that products are entirely made from recycled materials unless that is the case.
The decision reflects growing regulatory scrutiny of environmental marketing claims across the fashion industry. Regulators in the UK and other markets are increasingly focusing on transparency and accuracy as brands promote sustainability initiatives to consumers.
